Coffee: a global marketplace icon

ABSTRACT

Coffee is far more than just a beverage. It is a product that boasts an extraordinarily rich history, and its cultural identity has shifted over time. This article explores how coffee secured its status as a global marketplace icon. We argue that coffee is a metamorphic product based on its capacity to assume multiple and different cultural meanings over time. First consumed for its energizing properties and use as a medical treatment, coffee has morphed from a symbol of spiritual significance to a beverage representing conquest, independence, intellectual conversations, conviviality, hedonism, counterculture, prosperity, cosmopolitan lifestyle, and craft. In this article, we retrace the history of coffee to demonstrate its metamorphic qualities and its history of providing social value, which is critical to explaining its enduring global iconic status.

KEYWORDS:

• coffee
• icons
• marketplace icon
• cultural meaning

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Federico Angelo Triolo

Federico Angelo Triolo is an Assistant Professor at American University in the Emirates, United Arab Emirates. His academic research explores consumer culture, markets, digital marketing and sustainability.

Bernardo Figueiredo

Bernardo Figueiredo is an Associate Professor at RMIT University, Australia. His academic research spans consumer culture and transformative consumer culture, including value creation, collaborative networks, globalization, and mobility.

Diane M. Martin

Diane M. Martin is a Professor at RMIT University, Australia. Her academic research examines relationships between consumers, communities and culture, sustainability, gender and new markets.

Francis Farrelly

Francis Farrelly is a Professor at RMIT University, Australia. His academic research examines marketing strategy, consumer culture, product design, branding, heritage and tourism.